HSBC launches summer offensive with the line ‘Let’s Bankercise’
HSBC is hoping to get the phrase ‘Let’s Bankercise’ into the vernacular, with a summer campaign to encourage people to get their finances into shape.
In the campaign, created by JWT with media by MindShare, a ‘financial fitness instructor’ called Brick Phillipps, who has the “banking body of your dreams”, features in an online video series.
As well as video, the campaign includes outdoor, print, digital, mobile, point of sale, experiential and direct mail.
Credits:
- Client – HSBC
- Media – MindShare
- Creative – JWT
- Digital – Isobar
- Experiential – Subnine
- Ethnic marketing agency: Multicall Connexions
Would it be possible to make a worse ad? Words fail me.
Ok – So I was curious.
Yes – I visited the website.
No – I wasn’t certain it was the website for the company or the campaign or even the brand positioning
Yes – I believe I expected something completely different.
Yes – it became just another advert – selling me a promise not delivered.
i like it – keen to see how they build on that
hsbc always had a believable aspirational appeal as an alternative to the big 4 – now they look low-rent…..well done
Good point, well made.
Not in love with the idea but the real turn off is the journey. There is no journey.
The launch video teases you in and you’re rewarded by immediately having product pitches rammed down your throat.
The strategy would benefit from a little intrigue, more depth, subtlety and dare I say it: interactivity.
Don’t hold out much hope for this one…
I am for anything that uses the Shakeweight.
Did anyone spot the typo? They used a ‘B’ instead of a ‘W’.
I’m not sure what I think yet…. Let’s see where it goes from here
I think I smell a ‘client idea’.
Sorry but HSBC WTF.
After this effort, I suspect HSBC will follow RBS and others and fire a proportion of their staff. Hopefully, the layoffs will involve the people directly responsible for this mess and not any of their very helpful and pleasant branch staff.
this is financial services cliche #1. client idea or some people need to look at themselves in the mirror when their payslip comes in. and become traffic wardens before the end of the year. please.
i totally agree with you, The Fence.
Clients are so stupid – it’s a wonder they know how to tie their double-zip hush puppies in the morning.
it’s lucky clever under-employed creatives like you are here to highlight the error of their ways
Seems like we have a lot of rookies commenting here.
Fast and punchy, good work HSBC!
John Dillinger I think the only rookies around here are the people who worked on this campaign
“More videos coming soon”
I cannot wait.